CNET: We're Gettin' It Done, Under CBS

This story was written by Rafat Ali.
CBS Interactive (NYSE: CBS), the don't-call-us-CNET (NSDQ: CNET), has reported some Comscore (NSDQ: SCOR) numbers on its first month under the CBS brand after the integration of CBS Interactive and CNET Networks, and at least on the traffic side, all this integration and TV-and-radio callout seems to be helping:

-- posted a 22 percent increase in unique visitors over July 2007...they says this is "pointing to early success of its beta release", which launched in June and officially launches later this month, as well as the "success of early integration programs such as CNET and CBS coverage of the iPhone." How much increase is it from last month, not a year ago, and how much of this is the iPhone bump?
-- had a 32 percent increase in unique users over the previous month, the largest among broadcast network TV websites, it claims. Interesting number, but what accounts for it? The fact that people didn't have anything to watch on TV during summer and went to the site to view older episodes?
-- posted a 20 percent increase in unique visitors from last month and a 36 percent increase in user-engagement since last month's launch of its redesigned user-interface, its highest-ever traffic, it says.

All this it says despite of the seasonally slow months of summer. "It also serves to prove the value of on-air call outs and brand building support via purposeful cross promotion from CBS Television and CBS Radio," said Quincy Smith, CEO, CBS Interactive. "In just the first month, we have executed significant cross promotion programs that span everything from editorial appearances to best practices in search engine optimization," said Neil Ashe, President, CBS Interactive. Of course this doesn't mean anything unless this results in greater revenues...the combined unit didn't break out numbers last quarter, but will in its Q308 earnings...that would be something to watch out.

By Rafat Ali